ADVERTISING

MANAGEMENT

Joydeep Mukherjee
PUBLIC SERVICE ADVERTISING
 Public service advertising is aimed at issues of
public interest and promotes public welfare.
ADVOCACY ADVERTISING
It aims at making a point on issue of concern.
Such advertising aims at the propagation of ideas
and the clarification controversial social issues of
importance.
SURROGATE ADVERTISING
 Surrogate advertising refers to the strategy used by
companies and advertisers to promote a product
clandestinely, because the law of the land may not permit
the advertising of that particular product. Liquor and
cigarette companies use this route as many countries do
not allow the advertising of such products.
 COMPARITIVE ADVERTISING
 Comparative Advertisements means such practice where
one goods or services is compared with another belonging
to one of the same field , speaking legally through an
advertisement. The comparison is made on the basis of
price, quality by referring the alternative brand’s name,
visual illustrations, and other distinctive attributes.

 Direct Comparative Advertising: This type of

advertisement deals with the competing products either are
explicitly named or can be precisely identified (by photos,
images or trademark).
 Indirect Comparative Advertising:It does not directly
refer to competing brand names.
 PERSUASIVE ADVERTISING TECHNIQUES

What are persuasive advertising techniques?

They're how you convince a buyer of your

product through visuals.
 THE RHETORICAL TRIANGLE

Aristotle taught that a speaker’s ability to persuade an audience is

based on how well the speaker appeals to that audience in three
different areas: logos, ethos, and pathos. Considered together, these
appeals form what later rhetoricians have called the rhetorical
triangle.
PATHOS: AN APPEAL TO EMOTION.
 An advertisement using pathos will attempt to
evoke an emotional response in the consumer.

 Example - it may be a positive emotion such as

happiness: an image of people enjoying
themselves while drinking Pepsi.
LOGOS: AN APPEAL TO LOGIC OR
REASON.

 An advertisement using logos will give you the

evidence and statistics you need to fully
understand what the product does.

 Example - Sprite Zero is 100% sugar-free.

ETHOS:AN APPEAL TO CREDIBILITY OR
CHARACTER.

 Ethos advertisement techniques invoke the

superior “character” of a speaker, presenter,
writer, or brand. An advertisement using ethos
will try to convince you that the company is more
reliable, honest, and credible.

 Example – Amitabh Bachhan endorsing Gujrat

tourism.
SOCIAL & ETHICAL ASPECT OF ADVERTISING
 Socio-ethical aspect of advertising is concerned with good
and bad, with reference to a particular culture at a given
point of time. It represents a set of moral principles and
values. Some important social aspects are following:

Subliminal
Deception
Effect

Effect on Our
Offensiveness
Value System
ETHICAL ASPECT
ASCI’s code of ethical self-regulation:

 Ads to be truthful & fair to consumers and

competitors.

 Ads to be within the bounds of generally accepted

standards of public decency & propriety.

 Not to be used for promotion of products harmful

to society or to individuals, particularly to minors
or to the society at large.
 PESTER POWER
 The power children have, of influencing their
parents, to buy items they want is referred to as
Pester Power.

 It is also described as the technique of selling to

adults (who have the money) by appealing to
children (who do not) and relying on them to
pester their parents into buying the item for
them
DIFFERENT TACTICS USED BY CHILDREN
TO NAG THEIR PARENTS

Upward
Pressure Exchange
appeal

Rational
Coalition Ingratiation persuasion

Inspirational
Consultation
appeal
 CHILDREN AS INFLUENCERS

Children

Primary Influencer Future

Market Market Market